As a result of the pervasiveness of celebrity endorsement in advertising, much has been studied and written about this phenomenon over the past several years . The studies have explored a number of issues related to such factors as the relative effectiveness of celebrity endorsers in advertising, the factors that impact consumer response to celebrity endorsers, and, more recently, the consequences of negative information or publicity surrounding a celebrity endorser . The introductory quote from Peetz, Parks, and Spencer encapsulates the reasons that marketers have been using celebrities as endorsers, while Jones and Schumann underscore that there is a high price tag attached to this endeavor.
Although the use of athletes as endorsers and the amount of money spent on these endorsers is increasing, there still remains much to be learned about how consumers perceive athlete endorsers and the variables that influence endorser effectiveness. More specifically, we know little about the impact of genderboth gender of the consumer and gender of the endorseron consumers attitudes and perceptions. The study seeks to determine whether the gender of the consumer who is exposed to a celebrity endorsement will impact how that consumer views a male or female celebrity endorser. The paper is organized as follows: First, background information on celebrity endorsement is presented and testable hypotheses are developed. We then provide details of an experimental study that was undertaken to test these hypotheses. The results of the experiment are presented and these findings are discussed. Finally, the studys limitations are highlighted and avenues for future research are suggested.
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2016-02-26
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